Campaign Logo
The Campaign's concept is a celebration of local produce within a small community. Promoting its availability via the farm shop and educate the community about this on the doorstep availability. The celebratory nature of the campaign will evoke a sense of community pride and prestige that will further encourage the target audience to shop local produce to develop this community reputation. From this potential names for the cmaapgin were developed, it needed to me succinct and easy to remember, from this brainstorm it was identified the 'eat local' campaign would be an effective title for the campaign as this holistically highlights the different aspects of the campaign and instantly promotes the concept of buying locally produce food over mass produced supermarket alternatives.
Developing a visual identity for the campaign needed to extend beyond the continuity of the visual aesthetic, a campaign logo would need to be used consistently. Creating a range of initial sketches created a broad approach of different design aesthetics that could be developed into the significant campaign logo. These designs varied in their aesthetic treatment from playing on the natural ethos of the concept to focusing on the Hawarden Estate.
From these initial sketches the strongest concepts were identified and developed digitally to better understand how these logo concepts would translate into a digital platform. The first concept draws on the promotion of natural ingredients depicting half a lemon with the campaign name eat local underneath. This instantly creates natural connotations with the audience and is interpretive of nature however have critical reservations regarding its legibility at a smaller scale.
The second design direction takes inspiration from the form of the existing Hawarden Estate Farm Shop logo in its visual aesthetic, The simple typographic logo is direct and subvertive of standard farm shop connotations with strong serif typography that creates contemporary connotations that will pair well with the aesthetic style of the campaign. Incorporating second line of text 'shop hawarden' creates a visually engaging aesthetic and allows the logo to holistically represent the campaign encouraging the audience to eat local and promoting the client telling them to shop in Hawarden.
The final logo concept uses the large 'H' Letterform that is representative of the historic castle and other architecture within the community. This will create a strong visual focal point for the logo and could be developed over its lifespan to be placed in isolation and instantly be understandable as the eat local campaign. The interior pattern within the letterform creates an engaging contemporary combination mark and makes the aesthetic unique to the campaign which will attribute to its overall success.
With these developed logo directions I asked a range of students and tutors for feedback as to which would be the most appropriate for the campaign. Feedback was varied however concluded the first concept would be inappropriate due to its legibility reproduced at a smaller scale and the lemon does not holistically represent the full extent of the farm shops produce. There was support for both the second and third direction however one student pointed out the large H letterform looked similar to the History Chanel's logo, this instantly creates boring and less engaging connotations that makes this direction immediately less engaging. This resulted in the second design direction being the favourite from peer designers. Taking reference from the farm shops logo creates an instant link to the brand promoting it as part of the campaign, the type only will be effective in its replicability across all campaign materials and will create a unified and engaging focal point of the campaign.
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